Pure Beauty

Douglas strengthens position in luxury category with new acquisition

By Becky Bargh | Published: 6-Aug-2019

The German retailer will take a 51% stake in luxury e-tailer Niche Beauty

German beauty retailer Douglas is strengthening its position in the luxury beauty sector by acquiring a majority stake in cosmetics e-tailer Niche Beauty.

It will take a 51% interest in the business alongside the founding family, which will still run the business.

Niche Beauty’s portfolio consists of more than 6,000 products from 200 premium brands.

“We are always on the lookout for promising investments that improve our portfolio and fit our #FORWARDBEAUTY strategy,” said Douglas’ CEO Tina Müller.

“We look forward to working with the founders Laetitia von Hessen, Sarah von Doetinchem and Andreas Bechtolf to realise the full potential of their vision and bring even more innovative products to Europe.”

Von Hessen added: “Our mission is to give our customers access to the world’s most exclusive cosmetic products.

“Teaming up with Douglas means we now have the support of one of the strongest and most renowned European beauty partners.”

This is the retailer’s second investment of the year after backing beauty-on-demand service Welmoa back in April.

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